• Yet, 39% say their own company’s data is collected too infrequently or not real-time enough

• And 51% say that a lack of sharing customer data within their own organization is a barrier to effectively measuring their marketing ROI

• Large firms are much less likely to collect new forms of digital data like mobile data (19%), than they are to collect traditional customer survey data such as on demographics (74%) and attitude (54%)

• 85% of large corporations are now using social network accounts (e.g. brand accounts on Facebook, Twitter, Google+, Foursquare) as a marketing tool

• 65% of marketers said that comparing the effectiveness of marketing across different digital media is “a major challenge” for their business

• 37% of respondents did not include any mention of financial outcomes when asked to define what “marketing ROI” meant for their own organization

• 57% are not basing their marketing budgets on any ROI analysis

• 22% are using brand awareness as their sole measure to evaluate their marketing spend

In order to leverage the opportunities of big data, marketers need to improve their ability to:

• Collect meaningful customer data from a variety of sources, including real-time data

• Link that data to metrics developed for measuring marketing ROI

• Share data across the organization, linking datasets together at the customer level